FCB Filling Samsung’s ‘Clean Slate’

Samsung this weekend will break its first TV ad in an estimated $400 million campaign aiming to build awareness for the consumer electronics maker.

A 30-second spot — the first creative with FCB, New York, since Samsung split with AG Worldwide, New York, last year — keeps the old tag, “DigitALL: Everyone?s Invited.”

The latest spot shows a group of multicultural, brightly dressed young hipsters toting Samsung?s notebook computers and wristwatch computers.

?Where Samsung is known, not much is known about Samsung. We?ve got a clean slate to work with,” said Kelly O?Dea, president of FCB. The latest commercial will run on cable and spot TV. Print is planned for summer.

Headquartered in Seoul, South Korea, Samsung’s U.S. base is in Ridgefield Park, N.J.